Marketing Mix Factors Affecting Decisions on Bio-products (Microorganisms) Purchasing of Rice Farmers in Wiang Sa District, Nan Province
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Abstract
The objectives of this study were to 1) explore some basic socioeconomic data about rice farmers in Wiang Sa District, Nan Province, and 2) identify the marketing mix factors influencing farmers' decisions to purchase bio-products (microorganisms). The sample group for the research consists of 400 rice farmers interested in purchasing bio-products in Wiang Sa District, Nan Province. The employed research tool was a questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics using multiple regression analysis, to test hypotheses. The study found that slightly more than half of the farmers were female, with an average age of 58.68 years. Most farmers had completed primary education, with an average annual income of 59,220.07 baht. They had an experience average of 26.84 years in growing rice and an average rice planting area of 5.67 rai. Farmers' overall opinions on the marketing mix factors were at a high level (mean = 3.94). When considering individual aspects, all seven aspects, product, price, place, promotion, people, physical environment, and process were rated at a high level. The study found that three variables, product, physical environment, and place, significantly influenced the decision to purchase bio-products by farmers, at a statistical significance level of P < 0.01.
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